Brandmerry Blog Archives
How to Grow Your Brand Audience
How to Grow Your Brand Audience
BY MICHELLE KNIGHT
Prefer to watch the training? You can scroll down to get the info in video format as well.
Growing your brand audience should be a top priority for any business owner, entrepreneur and influencer.
The reality is without an audience, you’re going to have a very difficult time making money. If you have no one to sell to, how do you plan to do it?
If you’re struggling with How to Grow Your Brand Audience, I want to share three simple and actionable steps you can implement today to start building your audience.
This is not just about building an audience, or the number of followers, it’s about intentionally creating a community of brand fans and future clients.
If this is a topic that’s at the front of your mind and you’re ready to take action after reading this blog, then I’d love to invite you to my upcoming class to Build a Better Brand Method. You can find the details and choose the time that works best for you at brandmerry.com/brandmasterclass.
Okay, let's dive into the 3 Steps to Grow Your Brand Audience.
1. Create a LEAD MAGNET YOUR AUDIENCE NEEDS
All right, so in the online space, it's important that we're constantly giving value to our community as a way to build trust. Everything you do online has to be rooted in building trust with your audience, this is where sales come from.
We also know that growing a list, a community of individuals who are interested in what we have to offer is important if we want to actually make money.
However, what so many entrepreneurs miss is the lead magnet/ free offer/ freebie (all can be used interchangeably as they mean the same thing).
When creating this lead magnet the goal is to create something so irresistible that your audience needs to get their hands on it and are ready to sign up (i.e. give you their name and email) at that moment.
Too many entrepreneurs are focusing on just creating a lead magnet that they don’t create something truly beneficial to their audience and of high value.
For this to work, you need to have an understanding of your audience, something I chat about in my free class.
In addition to this free offer meeting the needs of your target audience, it also needs to be packed with value - I can’t stress this enough. Remember, the idea with this lead magnet is that your audience, who probably doesn't know anything about you (i.e. cold audience), signs up for this lead magnet and gets their hands on it.
We want them to walk away able to take action, able to do something with what you've given them because this is where trust begins. To do this, to deliver value and not overwhelm your audience, it’s important to simplify the process. Be very descriptive with your lead magnet and make it a goal to solve one problem, not 20 problems. The more specific you are the better the results for your audience.
So the emphasis here is not only to create a lead magnet for your audience, which of course will grow your online community but to make sure that lead magnet is on brand, meets the need of your ideal customer and provides high-value.
If you’re looking for additional, blogs on building a free lead magnet you can check out the following…
How to Build a Profitable Email List
The Truth About Getting Subscribers Through Your Email List
4 Tools to Build Your Email List from Scratch
3 Ways to Improve Your Email Funnel When Growing Your List
2. UTILIZE VIDEO (ESPECIALLY LIVE VIDEO)
Oh my gosh, I love live video, I also love YouTube, but live video is hands down my favorite way to spread brand awareness and grow my audience.
Now the brand awareness component of this might be easy, right?
You're getting online video, you're talking about a really important topic, you're showing up, people are getting to know you, you're building that trust.
But what might not be as clear is, “how do I grow my audience with live video?”
Well, here is the key. You now have that freebie that we talked about in step number one, so every time you go on live video or release a prerecorded video, I want you to share that freebie, and I want you to talk about that freebie like it is the hottest thing that they have to get their hands on.
You can begin every live video sharing this freebie and saying, "Hey, take a hot second, click the link below, grab that freebie, right, and then come back here for those awesome tips!" As a result of this simple action, as well as reminding them at the end of the video, you're going to start growing your community with every single video that you do.
Additional ways to grow your audience using video is to direct people to other resources. This includes growing your private community (i.e. Facebook Group), sending them to a blog, telling them to see a post on Instagram, promoting your offers and more.
There are tons of really cool ways, to use live video to grow your audience, but a lot of entrepreneurs are giving this actionable step. If people are watching this video, taking time out of their schedule, they’re probably interested in the topic. You have to give them a CTA (call to action) if you want them to take action.
If we don't tell our audience these awesome resources that we have, they're never going to know that they exist. So, do yourself and your audience a favor, and show up on that live video, talk about your freebies, talk about your community, talk about all the cool things that you have, give amazing value, build that trust, and watch your brand awareness freaking explode.
If you’re nervous about getting on video, I’ve got a blog and video with 5 Easy Steps to Be More Confident on Video.
I go live every Monday as part of my show Mondays With Michelle and every video has at least a small CTA. You can sign up to receive notifications for these videos at brandmerry.com/live and see it in action.
3. ADD Content Upgrades TO YOUR BLOG
As you can tell, I’m a big fan of blogging for business. It’s one of the coolest ways to deliver value and increase traffic to your website through SEO and Pinterest.
As we mentioned before you can create a signature lead magnet for your brand, but sometimes when we create blogs, that get incredible traffic it’s worth adding in content upgrades.
Content upgrades, along with your lead magnet, are a way to capture your reader’s information so you can add them to your inner circle (aka stay in contact with them). It’s not enough to just have someone land on your website, we want to make sure they learn more about you and you have a way to build the relationship that ultimately leads to the sale.
For example, if someone lands on my blog, “What to Include in Your About Me Section of Your Website,” I could give them my free Personal Brand Roadmap, but I could also offer them a free guide for taking what they just learned in the blog and implementing it.
Which do you think is going to get the highest opt-in rate? The About Me guide!
Content upgrades have been so amazing for my business, I encourage you to start implementing them in your business as well, especially if you’ve created a blog. They're a great way to offer value to your community and also capture their information so you can continue to build that relationship and build trust with them, resulting in more ideal clients.
Simple content upgrades tend to work best so think of PDFs, guides and checklists as a place to start.
CONCLUSION
I get it, growing your audience can be a little daunting.
There's so much information out there, and it can be confusing on where to start.
I trust that these three steps, along with the additional linked content, will give you a great place to start.
Honestly, if I could go back to square one, this is where I would focus my energy and attention - building my audience from day one.
If you’re just starting out, I encourage you to check out my free class, Build a Better Brand Method or at the very least download my free guide, The Personal Brand Roadmap, to receive a clear step by step of what’s needed to get people to actually care about your brand and business.
Head over to Youtube and be sure to like and comment on the video while you are over on Youtube to help more people see this information ↠ https://youtu.be/qBQDBSEbA8c
And as always please share and comment on this blog post, I love connecting with you!
- READ THE LATEST POSTS -
Meet Michelle
Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.
I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.
I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.
This blog serves as a home base for all things branding, marketing, content creation and more.
How to Create a Visibility Plan for Your Online Business
Creating a visibility plan that gets you seen, heard, and paid is so incredibly important for your online business. Yet, so many entrepreneurs get stuck when they enter the visibility or marketing phase.
And, as I shared in this post we know that without marketing, your business is not going to reach its full potential.
We see this when entrepreneurs build websites and receive no traffic.
Create an offer and make no sales.
Work for years, but never see the growth they deserve.
All of these elements, and more require marketing (aka getting visible)!
I’ve been marketing online and teaching my clients sustainable marketing for over 8 years now, and one of the things I specialize in is a multi-channel marketing approach, centered around repurposing, and search engine optimization.
As a Brand Strategist, my goal is to help you create a visibility plan that gets your brand noticed and paid online. If you're looking to establish your presence online without solely relying on social media, this comprehensive guide will walk you through the essential steps to create a visibility plan that can drive leads and sales for your business.
This visibility plan is focused on big-picture, long-term success. Think of it as a roadmap. Don’t try to tackle all of this at once, rather start with part one for 30 days and after the first month add on the next part. Continue doing this until you have all the pieces working together.
This blog post is also featured on my YouTube channel. To watch the full video head here.
Visibility Plan Foundation: Understanding Your Audience
The foundation of an effective visibility plan lies in understanding what your audience truly needs from you.
It's important to create a variety of content tailored to different stages of the customer journey—from those just identifying their problems to those ready to make a purchase. I dive deeper into the Customer Buying Journey in this post here.
Educational content, despite what others might be saying online, is a powerful way to build trust and position yourself as an expert. It’s fundamental when thinking of the Client Buying Journey and supporting your clients at various stages. Educational content also builds authority, making you a trusted solution for your ideal customer.
Two tools I highly recommend for content research are Answer the Public and Ubersuggest. These tools help you discover what your audience is searching for, providing a wealth of content ideas based on actual search data. They are also incredibly useful when optimizing for SEO something we’ll talk about a little later.
Creating a 90-Day Content Plan
Now that you have a list of content ideas, it's time to organize them into a 90-day content plan.
Remember, we’re no longer focused on coming up with a new topic every single day, since we’re no longer focused on just social media, so there are only 12 topics for you to plan out.
Choose 12 topics to focus on, considering any seasonal things, trends, or upcoming launches. This focused approach allows you to deliver quality content consistently without overwhelming yourself with having to create new content every single day.
Want to learn my entire content planning process, including content research? Check out the 90-Day Content Blueprint here.
Visibility Plan Part One: Choosing Your Core Content
Decide on your core content format: a podcast or a video. Both have their advantages, but ultimately, choose the format that aligns with your strengths and preferences.
Remember, you only need to produce one piece of core content each week. But, you’ll want to focus on long-form content here because it will make repurposing your content to multiple platforms easier.
If you choose to start with a podcast, consider adding a video element after 30 days. Recording a video version of your podcast can greatly expand your reach, especially if you utilize platforms like YouTube, which functions as a search engine. It will also give you additional video content to repurpose.
If you have the capacity to start with video content, you can choose to create pre-recorded content for YouTube. This again, can later be repurposed to a podcast by stripping the audio.
For our purposes today, we’re going to use a weekly podcast as our core content.
Visibility Plan Part Two: Video Content
After you get into the habit of creating and distributing your weekly podcast content, it’s time to add in the video element.
A great tool to distribute your podcast content (audio only) is Libsyn. Libsyn allows you to easily push it out to the top podcasting platforms each week.
Now, the goal is to add the video element which we will distribute on YouTube. YouTube is a search engine so not only is your content discoverable by new people, but it will also continue performing for years to come.
To easily edit your video content, I suggest a tool called Descript. This video was edited in Descript!
Visibility Plan Part Three: Blogging and SEO
Your core content should also be repurposed and featured on your website as blog posts.
Now that you have an audio recording you can easily turn that into a blog post thanks to AI tools like Descript. The best part is that it’s taking your original content and turning it into a blog post, which is such an authentic way to use these amazing tools.
Simply add your recording to Descript and ask their AI tool to give you a blog post. Within minutes, you’ll have content that you can minimally edit and add to your website.
At this stage, you want to be sure and optimize your blog for search engines to attract organic traffic. By optimizing your content, you’re improving your odds of being discovered on another platform. Google is an amazing resource for driving organic, free traffic to your website.
Fun fact: This blog post was originally published in 2018, and started ranking higher in 2024. So we updated it with fresh content which Google loves!
Learn more about SEO research and optimizing your account in SEO Bootcamp. Details can be found here.
Visibility Plan Part Four: Leveraging Pinterest
Pinterest can be a game-changer for driving traffic to your website. It operates like a search engine, providing evergreen content that continues to attract visitors long after it's posted.
You already have everything you need to start showing up on Pinterest and driving traffic to your blog post, and even to your YouTube videos if you choose.
Pinterest relies heavily on keyword research, optimization like your blog, and visually appealing graphics. Use Canva to create visually appealing pins and schedule them directly on the Pinterest platform.
I continuously get traffic from Pinterest years after my original content is created and added to the platform. So, even if I’m not creating anything new I know I’m still getting my brand seen.
I’ve been on Pinterest for eight years now and help my clients create stellar Pinterest strategies as well. I’ve bundled up everything I teach inside my course Pinterest Mastery. Learn more here.
Visibility Plan Part Five: Utilizing Short-Form Video
Short-form videos are incredibly effective for building trust and reaching new audiences. You can use these types of videos to enhance your content on Pinterest, and YouTube Shorts. So even if you don’t want to show up on social media, you can still elevate your marketing strategy.
However, they also make amazing pieces of content for social media where you’re creating more of a profile of your work. Tools like Opus Clip Pro can help you create multiple short clips from your longer videos efficiently.
All you have to do is add your YouTube link or upload a video and let AI work its magic.
Visibility Plan Part Six: Social Media Marketing
Remember what I said earlier about using social media to nurture your existing audience? This is where your core content makes that 100x easier.
Simply take your blog post or transcript and pop it into an AI tool like ChatGPT. Ask ChatGPT to help you write a few social media posts from this content, ask it to create a carousel, or give you Reel ideas. Within minutes, which includes a little tweaking cause ChatGPT loves to take liberties, you’ll have social media ideas.
Pair these ideas with your short-form videos and consistency on social media becomes a breeze!
Visibility Plan Part Seven: Nurturing Your Email List
As we’re building our brand awareness, we can’t forget to show up for the people who have said yes to hearing from us. Your email list is a valuable resource and we want to be sure to share our core content with them every week.
This can be an excellent way to nurture your audience, showcase authority, and support them through the Customer Buying Journey. Simply sending a weekly newsletter with a link to your core content works like a charm.
If you need a little support in growing your email list via a freebie and funnel, then check out Funnel in a Weekend where I show you how to do it all in just 3 days.
Visibility Plan Part Eight: Incorporating Public Relations (PR)
Once you've established a strong base of content, it's time to explore PR opportunities.
With a background in PR, I can tell you this is the secret weapon that not enough entrepreneurs are utilizing. A robust portfolio of blog posts, videos, and podcasts will make it easier to pitch yourself for interviews and collaborations, expanding your reach even further.
When you’re featured on someone else’s channel you’re reaching a new audience every single time. Not to mention the credibility of being invited into someone’s business is huge, and can lead to much higher conversion rates for you.
Inside my membership at Brandmerry Academy, I teach my clients how to approach PR Marketing, along with all the other stages of the visibility plan mentioned above. Learn more about the Academy at brandmerry.com/academy.
CONCLUSION
Creating a visibility plan may seem overwhelming at first, but by breaking it down into manageable phases, you can build a multifaceted approach to get your brand noticed.
Whether you focus on SEO, Pinterest, or expanding into video content, each step brings you closer to a comprehensive and sustainable visibility plan.
The goal here is to feature your content on platforms that work for you, for years to come and utilize tools and strategy to make sure you’re not spending all of your time creating content.
Take it one step at a time and watch how your results improve!
Ready to take your visibility and marketing plan to the next level? Tired of relying on social media and intrigued, but slightly overwhelmed, with SEO, Pinterest, YouTube, Blogging, List Building, and more?
Brandmerry Academy was made just for you! My signature membership will give you access to all of my top courses to help you build a brand and get it seen and paid consistently.
Get more details at brandmerry.com/academy
- FREE GIFTS YOU'LL LOVE -
DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES
LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS
MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR
- READ THE LATEST POSTS -
Meet Michelle
Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.
I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.
I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.
This blog serves as a home base for all things branding, marketing, content creation and more.
Crafting Your Brand Messages with 3 Must Have Tips
Crafting Your Brand Messages with 3 Must Have Tips
Today I'm talking to you all about messaging. You guys, messaging is my freaking gluten-free bread and vegan butter. Here's the thing. Messaging is key. It is so freaking important, and I don't want us to get confused between content and messaging, because I truly believe that content is the live video that you put out there and the social media posts that you do. The training that you make. The freebie that you create. Your messaging is the core. Your messaging is really what it is you do and why your audience should care. I say this a ton, but if you can read a piece of content and you can't identify why your audience should give a shit about that piece of content, then your messaging isn't strong enough.
#1: Why Should Your Audience Care
I have written emails and asked myself that question at the end, and it was like you're just talking about nothing here Michelle, delete it. It's so freaking true. That's the number one thing. Let's dive right in. Number one is ask yourself why should my audience care about what I'm saying? If you can't answer that, it's time to dig a little bit deeper. Messaging is key, because messaging really paints a picture of what it possible for your audience. I love using messaging as a core of my business, so I actually work with all of my clients to create 10 to 15 core brand messages that say what they do, why their audience should care, and how it benefits their audience. Building basically their programs, their content, everything from these 15 core brand messages.
#2: Go Further
Number one again is asking your audience, asking yourself why should my audience care? Number two, is going further. Oftentimes we'll write a bullet or we'll write, "Hey, if you join this freebie, you'll learn X, Y and Z." We'll say something like, "You'll learn how to really tap into your story." I don't know about you, but I just heard crickets between all of my audience, because unless you really know me and have been following me for six months, you're probably like, "Great Michelle, I'll let you tap into this story, but I don't know what that actually means for me."
I always tell my audience, go a step further. When you think you're done, keep going further. If I thought I was done with tapping into your story, I would be so freaking wrong, but if I went a step further, I would say, "Hey, tap into your story so that you can create that standout brand and really position yourself as an expert online." That's something my audience knows to be true. That is something that my audience can say, "I need that." Because that's the key to messaging. We want our audience to basically raise their hand and say, "Give it to me, please."
Talking about connection, we're talking about the connection and the trust that you built that has your audience saying, "I need that. I want that." If you're no longer feeling so pushy with your offers, because people can read exactly what is in your offer and say, "Oh my gosh, give me that now please." Again, you want to really take it a step further. When you think that your messaging is clear, ask yourself why should my audience care, and frame it in a way that your audience actually understands. I'm going to give you a really good example because I just love examples. I don't know about you. Oftentimes I'll ask my clients, "What does your audience want?" They all want more money. Great, but what do they really want? They want more money so that they can go out and buy things.
#3: Be Specific
What would they buy? What would they buy with that money? They want to travel, they want to take that dream vacation, they want to save for their home, they want to have money so they can leave their nine to five, they want to be able to send their kids to a good school, they want to pay off their debt. Now we're talking. Now when you create messaging, rather than say so that you can make a bunch of money, we'll say, so that you can pay off your debt, finally feeling free from the burden of debt. So that you can take that trip that you've been planning in the back of your mind for five years. So that you can leave your nine to five and spend time with your kids. Suddenly your audience gets it, and it clicks like this, and it's amazing. That's what the messaging should do.
A few things. I want you to ask yourself, "Why should my audience care?" I want you to always go a step further. I want you to be specific with the results that your audience is looking for, and I want you to be really clear. I want you to be clear with what you do and again, why and how it benefits your audience and I promise you that you will see as opt-in rates go up, you will see conversions go through the roof, you will see your ad costs move down. It's really amazing what happens when you spell it out for your audience and have your audience saying, "I need that. Give it to me, please."
It makes marketing so freaking easy. Take the time, do the messaging work, get really crystal clear on that, constantly asking yourself, "What more could I offer here? How specific could I be? Why should my audience give a shit?"
IF YOU WANT TO WATCH THE ENTIRE VIDEO WITH SOME BONUS TIPS WORKED IN YOU CAN DO SO BELOW!
Head over to Youtube and be sure to like and comment on the video while you are over on Youtube to help more people see this information ↠ https://youtu.be/dKFAQe4awjs
And as always please share and comment on this blog post, I love connecting with you!
Michelle Knight is a Branding and Business coach for female entrepreneurs who are struggling to gain visibility and traction to take their business to the next level. She works with her clients to dive deep into their story so they can create a brand and message that positions them as an expert and allows them to create their desired income to free up time in their schedule for what matters most. Learn more >>
#1 Strategy to Inspire Your Audience to Take Action
#1 STRATEGY TO INSPIRE YOUR AUDIENCE TO TAKE ACTION
Today we are talking about being the mirror. Let's think about a mirror for a second. We look in a mirror, we see what's happening right back at us. This is what needs to happen with your audience and your ideal clients. Because here's what happens a lot. We find ourselves on a hamster wheel. We find ourselves in this cycle. It's a routine. It's what's been expected of us, what society says we should be doing over and over and over again.
I don't know about you, but it's really hard to step off of that hamster wheel when it's what you've been doing your entire life. I struggled with this so much when I was working basically every 9 to 5 I've ever worked where I knew that there was something else that I was supposed to be doing, but I didn't really know what that was. And what I was doing was safe. What I was doing felt like it's what I should be doing. It was what society told me I should do. It wasn't miserable. I was never miserable in my 9 to 5. That's not always the case, right?
It just didn't feel 100% amazing. But, I was stuck. I was stuck on this cycle. I made money. I wasn't completely miserable. I didn't have a horrible life. It took a moment, the birth of my son, to pull me off that hamster wheel and basically shake me and say, "Okay, now's the time to do something different. You're actually not 100% happy. Let's change things up a bit." Not everyone has those moments.
Not everyone has a life-shaking moment in their life. It is your job to say to your clients, "You're not 100% happy. You'll tell me that. But then it's easy to go back to the same pattern over and over again."
So what do you we do about it? We show up and we talk to our client as the mirror. We really talk to them and walk them through, "Hey, you're feeling like this. You don't want to feel like this anymore, right?" And you can do this in such amazing ways, through live streams, through trainings, through video series, through webinars, through blogs, through YouTube videos, that you really want to talk to your ideal client and in a very loving way, shake them out of their reality
This doesn't work for everyone. I'm not going to sit here and lie to you and say that every single person that you present this to in a livestream or every single piece of content that comes out, people are going to see. But the women, or the men that you desire to work with, that are your true ideal clients will resonate with this.
So there's a couple things that I do to make sure that I really set up being the best mirror as possible.
#1 ASK YOUR AUDIENCE
I'm a big freaking believer in market research. I love market research. I love it because it gives me so much freaking content, it's insane.
I love to ask my audience, "What's going on right now? What's your number one struggle with branding? What's really bothering you about working your 9 to 5, right now? If you can change one thing, what would it be?" These are just three examples of questions that you can put out there.
#2 PRESENT TOPICS ABOUT THE STRUGGLE
Start using those things as topics for your content and your livestream, so that way you're really pulling your audience in with the things they said they're struggling with. You're holding up a mirror and saying, "You really don't have to do this any longer." And the really cool thing about being the mirror in the entrepreneur world, is you're not only holding up the mirror and saying, "You're struggling with this. It doesn't have to be this way." You're also showing them what is possible, which leads us to number 3.
#3 SHOW WHAT IS POSSIBLE
When I was stuck on the hamster wheel, and when many of my ideal clients are stuck on the hamster wheel, it's hard to see what's possible. We can dream, a lot of us dream big. Entrepreneurs are really good at dreaming. But sometimes it's really hard to put ourselves into those dreams. We can say, "Oh, I really want to leave my 9 to 5." But if I were to ask that woman, "Oh, when are you going to leave your 9 to 5?" "Well, I don't know. I don't know if it'll ever happen."
It is our job as experts in our industry, it is our job as entrepreneurs, to make them see that it is possible for them. The same goes if you're in wellness. If you are a health and wellness coach and your ideal client is someone who's really struggling to lose weight and they need to lose weight because of their health, but they can't get rid of the old patterns that they've grown up with. The way that they've eaten their whole entire life. The way that they've looked at fitness their whole entire life. It is your job to say, "There is another way. I can guide you. This is what's possible for you. Here are some really cool, small changes that you can make." And have them start stepping off the hamster wheel.
The last thing I'm going to share with you about being the mirror is that this works really well for pricing. I hear a lot from my community that they get people on the phone that are super excited that say, "I can't afford it. I can't afford that right now."
If you make your audience understand that the way that they are living, the way that they are doing things, is not going to continue to work for them, that they are going to continue to keep feeling the way that they are feeling, that there is another way, and they can choose to make that decision, it's amazing how easy it is for people to suddenly find the money if they want it bad enough.
So again, continuing off of video one, as you can probably see, it's still about connection. It's still about showing up for your audience, speaking directly to them. Being the mirror in their current situation, showing them what is possible and presenting your beautiful offer or package to them as a way to change it. I know that's what first coach did to me. I know that's what I've been fortunate to do to so many women. As you go into everything that you're creating, think about being the mirror, being the reflection to your ideal client and your audience.
IF YOU WANT TO WATCH THE ENTIRE VIDEO WITH SOME BONUS TIPS WORKED IN YOU CAN DO SO BELOW!
Head over to Youtube and be sure to like and comment on the video while you are over on Youtube to help more people see this information ↠ https://www.youtube.com/watch?v=8F1892KwjQg
And as always please share and comment on this blog post, I love connecting with you!
Michelle Knight is a Branding and Business coach for female entrepreneurs who are struggling to gain visibility and traction to take their business to the next level. She works with her clients to dive deep into their story so they can create a brand and message that positions them as an expert and allows them to create their desired income to free up time in their schedule for what matters most. Learn more >>
How to Attract Your Dream Clients Through Emotional Branding
Learn how to attract your dream clients through emotional branding. Emotions are the reason we buy and are the difference between a scroll past your brand and a life-time client. Something as simple as the emotion of your brand can change everything. Learn why it’s so important AND how to choose your brand emotions here!
Today I'm going to teach you the single thing that has to be present in your branding in order to attract those amazing dream clients and to make money in your business.
I'm talking about emotion.
WHY IS EMOTIONAL BRANDING SO IMPORTANT?
People buy based on emotion. In fact, a Harvard study reported that, “Emotion is what really drives the purchasing behaviors, and also, decision making in general.”
Emotion is the #1 decision-maker when it comes to making a purchase decision, so if you’re solely focused on the logistics of your offer and aren’t going a level deeper to connect with your audience you’ll miss out every single time.
If your social media posts are falling flat, look at emotion.
If your offers aren’t selling, look at emotion.
If your sales calls aren’t ending in a sale, look at emotion.
It plays a role in everything you create so the first thing you need to do is identify which emotions you want to portray through your brand.
Because by having a strong emotional component to your marketing and selling efforts (i.e. your brand overall) you’ll be able to attract the right people and repel the wrong ones - leading to better conversions and brand loyalty overall.
So how do you attract your dream client through emotional branding?
With these steps of course!
LEAD WITH EMOTION
In a recent Youtube video (which you can watch below), I shared how to sell in your business without being salesy and how an important key to sales was based on trust and connections with your community. One of the top ways to do that is to always lead with emotion.
Think about the last time you cried, you were happy, you were sad. We are drawn to emotions. So we want to play on this and pull people to our brand by making them feel something.
Now maybe you're like, "Okay, how's my brand suppose to make people feel something?" I get that question a lot. But it's really easy. And what's really fun is that most of the time it comes from the aesthetics.
Your aesthetics are like the sprinkles on top of a solid foundation (aka the branding cake)! This is what instantly pulls your audience to you, stops them mid-scroll and hooks them in a sea of information.
You have 15 seconds to do just this and that’s why emotional branding is so important.
**If you want some help setting a strong brand foundation, you need to watch my free on-demand training where I’ll teach you my signature Build a Better Brand Method! I’m sharing the exact steps needed to build a strong foundation for your revenue-generating business.
IDENTIFY THE EMOTIONS
I love to pull emotion through the aesthetics.. It's probably my number one place; through the type of font that you choose, through your colors, through the type of messaging that you have on your website, through the type of videos that you create.
There are all kinds of different ways that you can really get this emotion across in your branding. But before you can get there, you have to first identify what those emotions are.
Start with your story. You always have to look inward when you're creating your brand.
After you've really looked inward at your story, start to think about your audience.
How do you want to connect your story to your audience?
What do you want to make your audience feel when they see or hear your brand?
This is really important. How do you want to make them feel?
ACTION STEP: Choose at least five words that can be used as your brand emotions. These brand emotions can help you again create your entire brand, all of the aesthetics, the colors, even the fonts.
When you start focusing on what your audience fells, everything inside your business changes!
WHY THIS IS SO IMPORTANT
Every day we're scrolling and scrolling and scrolling online. The average time someone spends on a website is 15 seconds. So imagine, if you don't grab their attention within 15 seconds, they're gone.
Potential clients, money, right? Gone in what could be 15 seconds. Probably even faster, if we're scrolling through our phones, so you really want to capture them by making them feel something. Great photos capture them, but copy is what converts!
So I love to carry those emotional feelings over into my copy. When I write a piece of copy, I want my audience to say, "Oh, man. That made me really think."
Or, "Oh, that really inspires me."
Or, "I want that too."
Start identifying how you want your audience to feel. Not necessarily just the action you want them to take, although important, but getting down to the root of how you want them to feel.
Something we're all really good at is saying, "Hey, buy this program. This is doing this. Sign up here. Join me here." But what we miss out on is why your audience should care, why your audience should join you. How will that make them feel? Why your audience should tap to learn more? What will they learn? How will that better them? How will that make them feel?
Start really thinking of your people as people and start carrying that over into your branding. I promise you when you start incorporating the emotional aspect to your branding you are going to start seeing consistent clients coming in.
You become irresistible to your audience. I like to say bold and captivating.
A bold, captivating and money-making brand sounds really good to me.
And it all starts with the emotional side of your business.
NEXT STEPS
Another layer of Emotional Branding is the use of story in every single piece of your business. From your brand mission to brand aesthetics to the content you create and the programs you offer, story is the key.
Story allows you to continuously connect with your audience, making them feel seen, heard and understood - which is so important.
And to top it all off, posts with story are 22x more memorable than ones without.
If you’re ready to take the next steps in building a brand that stands out on social media, creates high-value content for your audience and build a community that leads to a revenue-generating business…
…I’ve got a free class just for you!
Inside this free class you’ll learn The Build a Better Brand Method.
P.S. Have you tuned into The Brandmerry Podcast? Every week, I’m releasing new episodes with my top tips for branding and marketing your business. You can find it now on Apple Podcasts and Spotify.
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MEET MICHELLE
Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.
I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.
I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.
This blog serves as a home base for all things branding, marketing, content creation and more.